This completes my week of pleasant surprises at Cannes Lions, an integrated campaign for Monteith’s cider. To demonstrate that their products are made of real crushed fruit and not from concentrate, they used a clever trick. Simply ‘planted’ a few twigs in each box of Monteith’s and let people complain. And complain they did.

After a few days, a full-fledged campaign came out to explain why the twigs were there in the first place. Another surprising gem that one a Promo & Activation Gold Lion among other metals in other categories.